B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Marketers today are 'brand champions' with revenue responsibilities
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Marketers today are 'brand champions' with revenue responsibilities
Marketing

Marketers today are 'brand champions' with revenue responsibilities

Staff Writers
Published on: 2nd April 2014 at 11:49 AM
Staff Writers
Share
3 Min Read
SHARE

The role of a chief marketer is expanding beyond a “brand steward” and towards a “brand champion” with responsibilities for top-line growth and more.

The insights come from a Salesforce ExactTarget Marketing Cloud and Deloitte study which found half of the 228 surveyed global marketers believe they now have more responsibility for revenue growth.

The ‘Bridging the Digital Divide’ study also found 61% believe data acquisition is a top priority for 2014.

Lee Hawksley, managing director of Salesforce ExactTarget Marketing Cloud Australia, said: “Many CMOs find themselves with one foot in branding, one in the post-digital world and one hand on a compass trying to figure out what’s next. The role of the new CMO has changed, they are no longer just ‘cost centre’, but vital asset owners, who are responsible for driving business growth.”

The study identified five expectations of today’s CMO including top-line growth, responsibility for the customer experience and the ability to work in real time.

Frances Yu, director Deloitte Consulting LLP, said the role of marketers today has expanded beyond brand steward to customer champion.

“CMOs play a key role in driving revenue growth. And, to deliver on those growth expectations, CMOs should chart their own path to provide answers to changing consumer demands, new channel adoption, upgrading technology strategies and marketing talent challenges,” Yu added.

  • Expectation 1: Take On Top-Line Growth 
    • ‚Äã53% of CMOs say with the growth of digital marketing, their team’s responsibilities include a greater focus on enabling revenue growth
    • 38% of CMOs say they have a larger technology budget to keep pace with the growth of digital marketing 
  • Expectation 2: Own The Customer Experience 
    • ‚Äã38% of CMOs name an increased role in customer service as an area where the growth of digital marketing has challenged their teams
    • However, 23% of CMOs don’t feel adequately prepared to address an increased role in customer service 
  • Expectation 3: Dig in to Data-Based Insights
    • 61% say data acquisition is their top internal marketing priority for 2014
    • However, adding personnel with data and analytics knowledge is the number-one area (32%) where CMOs feel least prepared 
  • Expectation 4: Operate in Real Time 
    • ‚Äã59% of CMOs named flexible and agile marketing processes as a top internal marketing priority
    • Only 16% use web personalisation frequently today, while 50% plan to do so 
  • Expectation 5: Master the Metrics That Matter 
    • ‚Äã53% of CMOs say ROI was their most important metric used to measure success
    • 52% of CMOs say the growth of digital marketing has led to the need for more qualified data and analytics personnel

To download ‘Bridging the Digital Divide: How CMOs Can Rise to Meet Five Expanding Expectations’ click here.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?